Advances In Brand Semiotics Discourse Analysis

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Advances in Brand Semiotics & Discourse Analysis

Author : George Rossolatos
Publisher : Vernon Press
ISBN 13 : 1648896162
Total Pages : 258 pages
Book Rating : 4.6/5 (488 download)

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Book Synopsis Advances in Brand Semiotics & Discourse Analysis by : George Rossolatos

Download or read book Advances in Brand Semiotics & Discourse Analysis written by George Rossolatos and published by Vernon Press. This book was released on 2023-03-07 with total page 258 pages. Available in PDF, EPUB and Kindle. Book excerpt: This volume addresses some of the most important conceptual, methodological, and empirical challenges and opportunities with which the sister disciplines of semiotics and discourse analysis are mutually confronted in the context of considering new avenues of cross-disciplinary application to distinctive branding research streams. In continuation of the collective volume 'Handbook of Brand Semiotics' (Kassel University Press, 2015), which sought to consolidate relevant scholarship and to identify the main territories that have been established at the cross-roads between branding and semiotic research, the current 'Advances in Brand Semiotics & Discourse Analysis' aims at accomplishing further strides in critical areas, such as the exigency for reconsidering the aptness of existing semiotic theories in the face of the radically shifting co-creative landscape of digital branding, the benefits of systematically micro-analyzing brand communities’ discourses by drawing on CAQDAS programs, the combination of big data analytics with discourse theory in corpus analysis, and the epistemological issues that emerge while combining discourse analysis with time-hallowed marketing qualitative and quantitative research methods. At the same time, the volume hosts a resourceful blend of empirical studies and novel conceptual frameworks in burgeoning streams, such as place, heritage, culinary, personal, and political branding.

Handbook of Brand Semiotics

Author : George Rossolatos (Hrsg.)
Publisher : kassel university press GmbH
ISBN 13 : 3737600422
Total Pages : 47 pages
Book Rating : 4.7/5 (376 download)

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Book Synopsis Handbook of Brand Semiotics by : George Rossolatos (Hrsg.)

Download or read book Handbook of Brand Semiotics written by George Rossolatos (Hrsg.) and published by kassel university press GmbH. This book was released on 2015-11-09 with total page 47 pages. Available in PDF, EPUB and Kindle. Book excerpt: Semiotics has been making progressively inroads into marketing research over the past thirty years. Despite the amply demonstrated conceptual appeal and empirical pertinence of semiotic perspectives in various marketing research streams, spanning consumer research, brand communications, branding and consumer cultural studies, there has been a marked deficit in terms of consolidating semiotic brand-related research under a coherent disciplinary umbrella with identifiable boundaries and research agenda. The Handbook of Brand Semiotics furnishes a compass for the perplexed, a set of anchors for the inquisitive and a solid corpus for scholars, while highlighting the conceptual richness and methodological diversity of semiotic perspectives. Written by a team of expert scholars in various semiotics and branding related fields, such as John A. Bateman, David Machin, Xavier Ruiz Collantes, Kay L. O’Halloran, Dario Mangano, George Rossolatos, Merce Oliva, Per Ledin, Gianfranco Marrone, Francesco Mangiapane, Jennie Mazur, Carlos Scolari, Ilaria Ventura, and edited by George Rossolatos, Chief Editor of the International Journal of Marketing Semiotics, the Handbook is intended as a point of reference for researchers who wish to enter the ‘House of Brand Semiotics’ and explore its marvels. The Handbook of Brand Semiotics, actively geared towards an inter-disciplinary dialogue between perspectives from marketing and semiotics, features the state-of-the-art, but also offers directions for future research in key streams, such as: Analyzing and designing brand language across media Brand image, brand symbols, brand icons vs. iconicity The contribution of semiotics to transmedia storytelling Narrativity and rhetorical approaches to branding Semiotic roadmap for designing brand identity Semiotic roadmap for designing logos and packaging Comparative readings of structuralist, Peircean and sociosemiotic approaches to brandcomms Sociosemiotic accounts of building brand identity online Multimodality and Multimodal critical discourse analysis Challenging the omnipotence of cognitivism in brand- related research Semiotics and (inter)cultural branding Brand equity semiotics

Brands and Cultural Analysis

Author : Arthur Asa Berger
Publisher : Springer Nature
ISBN 13 : 3030247090
Total Pages : 177 pages
Book Rating : 4.0/5 (32 download)

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Book Synopsis Brands and Cultural Analysis by : Arthur Asa Berger

Download or read book Brands and Cultural Analysis written by Arthur Asa Berger and published by Springer Nature. This book was released on 2019-10-25 with total page 177 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book, written in an accessible style with numerous illustrations and with drawings by the author, discusses what brands are and the role brands play in American society and consumer cultures, in general. The book uses a cultural studies approach and draws upon concepts and theories from semiotics, psychoanalytic theory, sociological theory, discourse theory, and other related fields. It also quotes from a number of important thinkers whose ideas offer insights into various aspects of brands. Brands has chapters on topics such as what brands are, their role in society, brands and the psyche, brands and history, language and brands, the marketing of brands, brands and logos, the branded self, San Francisco and Japan as brands, brand sacrality, multi-modal discourse analysis and brands, and competition among brands.

Using Semiotics in Marketing

Author : Rachel Lawes
Publisher : Kogan Page Publishers
ISBN 13 : 1789662087
Total Pages : 281 pages
Book Rating : 4.7/5 (896 download)

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Book Synopsis Using Semiotics in Marketing by : Rachel Lawes

Download or read book Using Semiotics in Marketing written by Rachel Lawes and published by Kogan Page Publishers. This book was released on 2020-03-03 with total page 281 pages. Available in PDF, EPUB and Kindle. Book excerpt: In what can seem a complex, abstract field, this book is an invaluably clear, practical resource on how to seize the tremendous opportunity that semiotics offers to better understand your consumers. Semiotics is big business. It is most famous for its unique ability to decode visual images and is the only market research method which provides a systematic, reliable and culturally sensitive method for interpreting what visual images mean. Semiotics sheds new light on consumers and the world they live in, stimulates creativity and innovation, guides brand strategy, and finds solutions to a plethora of marketing problems. Using Semiotics in Marketing will help marketers looking to launch new brands, reposition existing brands, or rejuvenate established ones. Written by one of the original founders of commercial semiotics, Using Semiotics in Marketing outlines precisely what semiotics is and why it matters, before moving on to demonstrate how to run a successful commercial semiotics project. Packed with fascinating case studies proving how visual imagery is interpreted differently across cultural, racial and social demographics, it provides essential insights into understanding consumers. This results in better ads, websites, packaging and social media content - ultimately driving brand growth and profits.

Advancing Multimodal and Critical Discourse Studies

Author : Sumin Zhao
Publisher : Routledge
ISBN 13 : 1315520990
Total Pages : 214 pages
Book Rating : 4.3/5 (155 download)

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Book Synopsis Advancing Multimodal and Critical Discourse Studies by : Sumin Zhao

Download or read book Advancing Multimodal and Critical Discourse Studies written by Sumin Zhao and published by Routledge. This book was released on 2017-09-08 with total page 214 pages. Available in PDF, EPUB and Kindle. Book excerpt: As a founder and leading figure in multimodality and social semiotics, Theo van Leuween has made significant contributions to a variety of research fields, including discourse analysis, sociolinguistics, communication and media studies, education, and design. In celebration of his illustrious research career, this volume brings together a group of leading and emerging scholars in these fields to review, explore and advance two central research agendas set out by van Leeuwen: the categorisation of the meaning potential of various semiotic resources and the examination of their uses in different forms of communication, and the critical analysis of the interaction between semiotic forms, norms and technology in discursive practices. Through 11 cutting-edge research papers and an experimental visual essay, the book investigates a broad range of semiotic resources including touch, sound, image, texture, and discursive practices such as community currency, fitness regime, film scoring, and commodity upcycling. The book showcases how social semiotics and multimodality can provide insights into the burning issues of the day, such as global neoliberalism, terrorism, consumerism, and immigration.

Brand Equity Planning with Structuralist Rhetorical Semiotics

Author : Rossolatos, George
Publisher : kassel university press GmbH
ISBN 13 : 3862197069
Total Pages : 897 pages
Book Rating : 4.8/5 (621 download)

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Book Synopsis Brand Equity Planning with Structuralist Rhetorical Semiotics by : Rossolatos, George

Download or read book Brand Equity Planning with Structuralist Rhetorical Semiotics written by Rossolatos, George and published by kassel university press GmbH. This book was released on 2014-01-01 with total page 897 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Equity Planning with Structuralist Rhetorical Semiotics furnishes an innovative conceptual model and methodology for brand equity planning, with view to addressing a crucial gap in the existing marketing and semiotic literatures concerning how advertising multimodal textual elements may be transformed into brand associations, with an emphasis on rhetorical relata as modes of connectivity between a brand’s surface and depth grammar. The scope of this project is inter-disciplinary, spanning research areas such as brand equity, structuralist semiotics, textual semiotics, visual and film semiotics, multimodal rhetoric, Film theory, psychoanalysis. The proposed connectionist model of the brand trajectory of signification is operationalized through a methodological framework that encompasses a structuralist semiotic interpretative approach to the textual formation of brand equity, supported by quantitative content analysis with the aid of the software Atlas.ti and the application of multivariate mapping techniques.

Marketing and Semiotics

Author : Jean Umiker-Sebeok
Publisher : Walter de Gruyter
ISBN 13 : 3110853256
Total Pages : 568 pages
Book Rating : 4.1/5 (18 download)

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Book Synopsis Marketing and Semiotics by : Jean Umiker-Sebeok

Download or read book Marketing and Semiotics written by Jean Umiker-Sebeok and published by Walter de Gruyter. This book was released on 2012-10-25 with total page 568 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Multimodal Communication

Author : May Wong
Publisher : Springer
ISBN 13 : 3030154289
Total Pages : 192 pages
Book Rating : 4.0/5 (31 download)

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Book Synopsis Multimodal Communication by : May Wong

Download or read book Multimodal Communication written by May Wong and published by Springer. This book was released on 2019-04-29 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book draws on visual data, ranging from advertisements to postage stamps to digital personal photography, to offer a complex interpretation of the different social functions realised by these texts as semiotic artefacts. Framed within the media environment of the city of Hong Kong, the study demonstrates the importance of social context to meaning making and social semiotic multimodal analysis. This book will be of interest to readers in the arts, humanities and social sciences, particularly within the fields of semiotics, visual studies, design studies, media and cultural studies, anthropology and sociology.

Marketing Semiotics

Author : Laura R. Oswald
Publisher : Oxford University Press
ISBN 13 : 0199566496
Total Pages : 233 pages
Book Rating : 4.1/5 (995 download)

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Book Synopsis Marketing Semiotics by : Laura R. Oswald

Download or read book Marketing Semiotics written by Laura R. Oswald and published by Oxford University Press. This book was released on 2012-02-16 with total page 233 pages. Available in PDF, EPUB and Kindle. Book excerpt: Proposes that consumers shop for brand meanings, not just goods and services. Brands offer consumers intagible benefits such as symbolic relationship, a vicarious experience, and even a sense of identity. This semiotic dimension of brands, has more that academic interest for firms, since the breadth and depth of the meanings consumers associate with the brand name and logo have measurable impact on the firm's financial performance.

City Branding and New Media

Author : M. Paganoni
Publisher : Springer
ISBN 13 : 1137387963
Total Pages : 162 pages
Book Rating : 4.1/5 (373 download)

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Book Synopsis City Branding and New Media by : M. Paganoni

Download or read book City Branding and New Media written by M. Paganoni and published by Springer. This book was released on 2015-01-13 with total page 162 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores city branding in the public sector as an aspect of e-governance from a privileged linguistic, discursive and semiotic perspective. It analyses how local administrations and public bodies engage their stakeholders by addressing key issues such as active citizenship, social inclusion and promotion of cultural heritage and events.

Persuasive Signs

Author : Ron Beasley
Publisher : Walter de Gruyter
ISBN 13 : 3110888009
Total Pages : 209 pages
Book Rating : 4.1/5 (18 download)

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Book Synopsis Persuasive Signs by : Ron Beasley

Download or read book Persuasive Signs written by Ron Beasley and published by Walter de Gruyter. This book was released on 2010-12-14 with total page 209 pages. Available in PDF, EPUB and Kindle. Book excerpt: Using both verbal and nonverbal techniques to make its messages as persuasive as possible, advertising has become an integral component of modern-day social discourse designed to influence attitudes and lifestyle behaviors by covertly suggesting how we can best satisfy our innermost urges and aspirations through consumption. This book looks at the categories of this form of discourse from the standpoint of semiotic analysis. It deals with the signifying processes that underlie advertising messages in print, electronic, and digital form.

Applying structuralist semiotics to brand image research

Author : George Rossolatos
Publisher : George Rossolatos
ISBN 13 : 1105767116
Total Pages : 83 pages
Book Rating : 4.1/5 (57 download)

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Book Synopsis Applying structuralist semiotics to brand image research by : George Rossolatos

Download or read book Applying structuralist semiotics to brand image research written by George Rossolatos and published by George Rossolatos. This book was released on 2013 with total page 83 pages. Available in PDF, EPUB and Kindle. Book excerpt: The aim of this paper is to display a conceptual and methodological framework for brand image research by drawing on the discipline of structuralist semiotics. Upon a critical review of existing research from key authors in the brand semiotics literature and through an engagement with the concept of brand image as formulated by key authors in the marketing literature, a semiotic model is furnished for the formation of brand image and brand identity. By drawing on the structuration process of brand image along the three major strata in a brand's signification trajectory, and the key operations of reduction, redundancy, recurrence, isotopy, homologation, I focus more narrowly on how the chaining [enchaînement] of elements from the three strata is effected with view to addressing how brand image may be operationalised in structuralist semiotic terms vis a vis a brand's intended positioning, how it may be linked to a brand's advertising discourse and how the conceptual framework may yield a platform for ongoing brand image analysis and management.

Handbook of Brand Semiotics

Author : George Rossolatos
Publisher :
ISBN 13 : 9783737600439
Total Pages : 459 pages
Book Rating : 4.6/5 (4 download)

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Book Synopsis Handbook of Brand Semiotics by : George Rossolatos

Download or read book Handbook of Brand Semiotics written by George Rossolatos and published by . This book was released on 2015 with total page 459 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Semiotics of Popular Culture

Author : George Rossolatos
Publisher : BoD – Books on Demand
ISBN 13 : 3862195562
Total Pages : 198 pages
Book Rating : 4.8/5 (621 download)

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Book Synopsis Semiotics of Popular Culture by : George Rossolatos

Download or read book Semiotics of Popular Culture written by George Rossolatos and published by BoD – Books on Demand. This book was released on 2015-01-01 with total page 198 pages. Available in PDF, EPUB and Kindle. Book excerpt: Cultural studies constitutes one of the most multi-perspectival research fields. Amidst a polyvocal theoretical landscape that spans different disciplines semiotics is of foundational value. In an attempt to effectively address the conceptual richness of the semiotic discipline, a wide roster of perspectives is evoked in this book against the background of a diverse set of cultural phenomena, including structuralist and post-structuralist semiotics, semiotically informed psychoanalysis, cultural semiotics, film semiotics, sociosemiotics, but also, to a lesser extent, music semiotics and more niche, but certainly promising perspectives, such as postmodern semiotics, ethnosemiotics, phenomenological semiotics and rhetorical semiotics. The recruitment of semiotic frameworks and concepts is enacted against the background of advances in cultural studies (thus reinstating the dialogue with a discipline that took form by drawing on semiotics in the first place) and the various research streams that have become consolidated within the wider cultural studies territory, such as memory studies, celebrity studies, death studies, cultural geography, visual studies. At the same time, the offered readings engage dialogically with Consumer Culture Theory.

Creating Value

Author : Laura R. Oswald
Publisher : Oxford University Press, USA
ISBN 13 : 0199657270
Total Pages : 206 pages
Book Rating : 4.1/5 (996 download)

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Book Synopsis Creating Value by : Laura R. Oswald

Download or read book Creating Value written by Laura R. Oswald and published by Oxford University Press, USA. This book was released on 2015 with total page 206 pages. Available in PDF, EPUB and Kindle. Book excerpt: To leverage the power of brand meaning or semiotics, management needs a research approach that taps into consumers' experiences, cultural perspectives, and emotional intelligence. This book presents such an approach by decoding the cultural myths, social networks and deep experiences consumers associate with marketing signs, spaces and rituals.

Handbook of Research on Advanced Research Methodologies for a Digital Society

Author : Punziano, Gabriella
Publisher : IGI Global
ISBN 13 : 1799884740
Total Pages : 919 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Handbook of Research on Advanced Research Methodologies for a Digital Society by : Punziano, Gabriella

Download or read book Handbook of Research on Advanced Research Methodologies for a Digital Society written by Punziano, Gabriella and published by IGI Global. This book was released on 2021-09-03 with total page 919 pages. Available in PDF, EPUB and Kindle. Book excerpt: Doing research is an ever-changing challenge for social scientists. This challenge is harder than ever today as current societies are changing quickly and in many, sometimes conflicting, directions. Social phenomena, personal interactions, and formal and informal relationships are becoming more borderless and disconnected from the anchors of the offline “reality.” These dynamics are heavily marking our time and are suggesting evolutionary challenges in the ways we know, interpret, and analyze the world. Internet and computer-mediated communication (CMC) is being incorporated into every aspect of daily life, and social life has been deeply penetrated by the internet. This is due to recent technological developments that increase the scope and range of online social spaces and the forms and time of participation such as Web 2.0, which widened the opportunities for user-generated content, the emergence of an “internet of things,” and of ubiquitous mobile devices that make it possible to always be connected. This implies an adjustment to epistemological and methodological stances for conducting social research and an adaption of traditional social research methods to the specificities of online interactions in the digital society. The Handbook of Research on Advanced Research Methodologies for a Digital Society covers the different strands of methods most affected by the change in a digital society and develops a broader theoretical reflection on the future of social research in its challenge to always be fitting, suitable, adaptable, and pertinent to the society to be studied. The chapters are geared towards unlocking the future frontiers and potential for social research in the digital society. They include theoretical, epistemological, and ontological reflections about the digital research methods as well as innovative methods and tools to collect, analyze, and interpret data. This book is ideal for social scientists, practitioners, librarians, researchers, academicians, and students interested in social research methodology and its developments in the digital scenario.

Towards a semiotics of brand equity: Brand coherence and communicative consistency through structuralist operations and rhetorical transformations

Author :
Publisher : George Rossolatos
ISBN 13 : 1105772411
Total Pages : 126 pages
Book Rating : 4.1/5 (57 download)

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Book Synopsis Towards a semiotics of brand equity: Brand coherence and communicative consistency through structuralist operations and rhetorical transformations by :

Download or read book Towards a semiotics of brand equity: Brand coherence and communicative consistency through structuralist operations and rhetorical transformations written by and published by George Rossolatos. This book was released on with total page 126 pages. Available in PDF, EPUB and Kindle. Book excerpt: